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1、TheResearchProjectofChineseCollegeStudentsConsumerBehaviorWood8.11TableofContents1.0Abstract………………………………………………………..12.0Introduction…………………………………………………...13.0ConsumerBehaviorofChineseCollegeStudents……………..23.1RationalConsumption……………………………………..23.2Pursuetrendandfam
2、ousbrand……………………………33.3PolarizeConsumptionLevel………………………………44.0AnalysisofConsumerPsychologyandActuality……………..55.0AdvisetoCollegeStudentsConsumerProblem………………66.0Conclusion……………………………………………………..77.0Reference………………………………………………………81.0AbstractCollegestudentsasaspecia
3、lconsumergrouparebeingmoreandmoreattention.Duetothecollegestudents'agesisyoung,haveaspecialbackground,sotheyaredifferentfromothersocialconsumptiongroupconsumptionpsychologyandthebehavior.Ontheonehand,theyhavestrongconsumerdemand,ontheotherhand,theyhavenotyetacquir
4、edeconomicindependence,andtheirconsumerisrestricted.Theygivethemadeepinfluenceonconsumerbehavior,inevitablythereissomeconsumption.ThisprojectmainresearchonChinesecollegesstudents’consumerbehaviortodiscusswhatistherightwaytoconsumer.2.0IntroductionConsumptionisthee
5、ternaltopicinallhumanlife,isoneofthemostimportantpartofthewholesociety.Asthesaltoftheworldinthefuture,collegesstudentswillbethemostimportantconsumerinthissocial.Theymusthaveacorrectvalueonconsumption.Butnow,Chineseuniversitiesappearmany“CampusRicher”and“CampusNobl
6、e”thatshowtheChineseUniversityStudents’consumptionsituationisnotoptimistic.Soithasagreatmeantodothisresearch.3.0ConsumerBehaviorofChineseCollegeStudentsChina'shighereducationsince1999threeyearsexpansion,thenumberofcollegestudentsincrease,thenease;until2004,China's
7、universitystudentmorethan20million,rankedfirstintheworld,meanwhile,ahugeconsumermarketbred,andpresentsfollowingsomephenomenon:3.1RationalConsumptionPrice,quality,tideisthemainfactortoattractstudentsconsumption.Practicalandrationalconsumptionisstillthecurrentcolleg
8、estudents'mainconceptofconsumption.Inthepurchaseofgoods,collegestudentsThefirstfactoristhepriceandquality.ThisisbecauseChina'scollegestudentsandforeignD
